Araştırma Makalesi
Yıl 2016,
, 53 - 70, 02.05.2016
Öz
With the dissolution of the Soviet Union, 15 countries have become independent by the 1990’s. One
of them is Azerbaijan Republic. After the independence, socioeconomic structure of the country has
changed drastically. In other words, the new capitalist system has emerged. This new system has
restructured all existing fields like education, health, business, media and such. In this period, for
the first time, few public relations activities have been conducted by some international companies.
Public relations is known as Ictimaiyyetle Elaqeler in Azerbaijan. Within the framework of the current
study, the different theoretical base and practical structure of public relations in Azerbaijan are
examined by the literature review and the case study analysis. The study aims to find out how the
public relations is evolving in the country. In this context as a practical research, the study analyzes
two social projects as the public relations practices (“Mobile Dental Clinic” and “Children Helpline”)
conducted by Azercell Telecom company that was awarded in the category of “Communication and
PR Campaign of the Year: Community Relations” of International Business Award- Stevie in 2011. On
account of the limited literature and research concerning public relations in Azerbaijan, this study is a
premise and directive for the future studies.
Anahtar Kelimeler
Public relations Azerbaijan public relations practices social projects case study
Kaynakça
- 1 Krishnamurty Sriramesh and Dejan Vercic, “A Theoretical Framework For Global Public Relations Research and Practice,” in The Global Public Relations Handbook, ed. Krishnamurty Sriramesh and Dejan Vercic. (New York: Routledge, 2009).
- 2 Cynthia E. Clark, “Halkla İlişkiler ve Kurumsal Sosyal Sorumluluk Arasındaki Farklılık: Bir Analiz,” Translated by Hanife Guz, in Halkla İlişkilerde Seçme Yazılar: Alana İlişkin Bir Derleme, ed. Hanife Guz and Sema Becerikli. (Ankara: Alban Tanıtım, 2004); Leeora D. Black, and J. E. Charmine Hartel, “The Relationship Between Corporate Social Responsibility and Public Relations: Evidence from a Scale Development Study” (paper represented at the International Association for Business and Society Annual Conference, Victoria BC, Canada, June 28-30, 2002); Mudassar H. Shah and Xianhong Chen, “Relational Corporate Social Responsibility: Public Relations Implications in Culturally Confucius China,” International Journal of Business and Social Science 1(3) (2010); Jacquie L’etang, “‘Radical PR’- Catalyst For Change or An Aporia?,” The International Journal of Communication Ethic 6(2) (2009); Zuzana Lusnakova, “Corporate Social Responsibility As Part of Public Relations and Firm Development,” Polityki Europejskie Finanse I Marketing 5(54) (2014).
- 3 James E. Grunig, “Yönetimde Mükemmelik Nedir?,” trans. Elif Ozsayar, in Halkla İlişkilerde ve İletişim Yönetiminde Mükemmelik, ed. James E. Grunig, (Istanbul: Rota, 2005); Krishnamurty Sriramesh and Dejan Vercic, “A Theoretical Framework For Global Public Relations Research and Practice,” in The Global Public Relations Handbook, ed. Krishnamurty Sriramesh and Dejan Vercic (New York: Routledge, 2009).
- 4 Vercic, et al. “Global and Specific Principles Of Public Relations: Evidence from Slovenia,” in International public relations: A comparative analysis, ed. Hugh M. Culbertson and Ni Chen (Mahwah, NJ: Lawrence Erlbaum Associates, 1996).
- 5 Sriramesh and Vercic, “A Theoretical Framework.”
- 6 Jeonic-Nam Kim and Krishnamurty Sriramesh, “Activism and Public Relations,” in The Global Public Relations Handbook: Theory, Research and Practice, ed. Krishnamurty Sriramesh and Dejan Vercic (New York: Routledge, 2009).
- 7 Ronel Rensbug, “Public Relations in South Africa: From Rhetoric To Reality,” in The global Public Relations Handbook, ed. Krishnamurty Sriramesh and Dejan Vercic (Mahwah, NJ: Lawrence Erlbaum Associates, 2003); Sandra L. Braun, “The Effects of the Political Environment on Public Relations in Bulgaria,” Journal of Public Relations Research 19(3) (2007); Krishnamurty Sriramesh, “The Relationship Between Culture and Public Relations,” in The Global Public Relations Handbook, ed. Krishnamurty Sriramesh and Dejan Vercic (New York: Routledge, 2009); F. Brooke Liu and B. Abbey Levenshus, “Public Relations Professionals’ Perspectives On The Communication Challenges and Opportunities They Face in The U.S. Public Sector,” PRism 7(1) (2010).
- 8 “General Information about Azerbaijan Republic”, accessed February 11, 2014, http://www. mfa.gov.az/?language=az&options=content&id=8, [access date: 11.11.2014]
- 9 Ramil Meherremov, Ictimaiyyetle Elaqeler Isi: Public Relations (Baku: ?, 2002), accessed February 10, 2014, http://kitabxana.net/files/books/file/1362763368.pdf
- 10 E. James Grunig and A. Larissa Grunig, “The Relationship Between Public Relations And Marketing In Excellent Organizations: Evidence From The IABC Study,” Journal of Marketing Communications 4 (1998); L. Michael Kent and Maureen Taylor, “How Intercultural Communication Theory Informs Public Relations Practice in Global Settings,” in Public Relations In Global Cultural Contexts, ed. Nilanjana Bardhan and C. K. Weaver (New York: Routledge, 2010); Cesar Garcia, “Clientlesim, Economic Structure, and Public Relations In Southern Europe: An Example Of Diversity In The Western World,” Public Relations Journal 7(2) (2013).
- 11 Sahar Khamis and L. Elizabeth Toth, “International Public Relations: An American Perspective,” (paper presented in Tripods, Barcelona, 2009), 36.
- 12 “Economy of Azerbaijan Republic,” accessed February 11, 2014, http://www.mfa.gov.tr/ azerbaycan-ekonomisi.tr.mfa
- 13 N. Osman Aras, et al. “Azerbaycan’ın Enerji Kaynakları Gelirlerinin Ülke Ekonomisine Katkısı,” Çankırı Karatekin Üniversitesi Uluslararası Avrasya Strateji Dergisi 2(2) (2013), 4.
- 14 Abulfez Suleymanov, “Ekonomik ve Sosyo-Kültürel Degisim Süreci Icerisinde Azerbaycan Toplumunun Bazı Meseleleri,” İstanbul Üniversitesi Sosyoloji Konferansları Dergisi, 29 (2004), 51.
- 15 Meherremov, Ictimaiyyetle Elaqeler, 48.
- 16 Sriramesh, “The Relationship,” 48.
- 17 Sema Becerikli, Uluslararası Halkla İlişkiler, (Ankara: Nobel, 2005).
- 18 Greg Leichty, “The Cultural Tribes of Public Relations,” Journal of Public Relations Research 15(4) (2003); Kent and Taylor, “How Intercultural.”; Krishnamurty Sriramesh and John White, “Toplum Kültürü Ve Halkla İlişkiler,” trans. Elif Ozsayar, in Halkla İlişkilerde ve İletişim Yönetiminde Mükemmelik, ed. James E. Grunig (Istanbul: Rota, 2009); D. Marianne Sison, “Whose Cultural Values? Exploring Public Relations’ Approaches To Understanding Audiences,” Prism 6(2) (2009); Chinenye Nwabueze et al., “Cross-Cultural Research Relevance in Public Relations: An Analytical Appraisal,” IOSR Journal of Business and Management (IOSRJBM) 3(6) (2012).
- 19 Ministery of Foreign Affairs Azerbaijan, “General Information about Azerbaijan Republic,” accessed February 11, 2014, http://www.mfa.gov.az/?language=az&options=content&id=8
- 20 Vafa Hasanova, “Tek Türk Alfabesi,” Turan-Sam 4(13) (2012), 6.
- 21 Dejan Vercic, “Mass Media and Public Relations,” in The Global Public Relations Handbook: Theory, Research and Practice, ed. Krishnamurty Sriramesh and Dejan Vercic, (New York: Routledge, 2009).
- 22 Q. Konul Niftelıyeva, “Islahatlar Dövrü Azerbaycan Kütlevi İnformasiya Vasitelerinin Tipoloji Strukturu,” Bakı Üniversiteti Xeberleri, 2 (2015), 211-212.
- 23 Q. Afaq Ezimova, “Edebi-Bedii Jurnallarımız ve Azerbaycan Reallıqları,” Bakı Universitet Xeberleri, 2 (2005); Faiq Husiyev, Xarici Ölkelerde Azerbaycan Metbuatı: 1990-2005ci İller, (Baku: “OL” MMC, 2014).
- 24 Leyla Budak, “Bağımsızlığının Yirminci Yılında Azerbaycan Medyasının Genel Durumu,” Ege Ünivesitesi. Edebiyat Fakültesi&İletişim Fakültesi Uluslararası Sosyal, Kültürel, Siyasal, Ekonomik ve İletişim Araştırmaları Dergisi 6 (2011), 5.
- 25 Ayhan Erdal and Eyüp Zengin, “Reklamcılık ve Azerbaycan’da Reklamcılığın Gelişimi,” Journal of Qafqaz University 7 (2001).
- 26 Vefalı Enserov, “Azerbaycan’da Özel Radyo ve Televizyon Yayıncılığı,”.AJII-e: Online Academic Journal of Information Technology 4(11) (2013), 75.
- 27 A. Namik Heyderov, “Dr. J. Gregor Payne Delivers Seminar on Media Relations and Media Ethics,” february 19, 2004, accessed January 5, 2014, http://www.transparency.az/transpfiles/klim5.pdf
- 28 Meherremov, Ictimaiyyetle Elaqeler, 52-55.
- 29 Grunig, “Yönetimde Mükemmelik,” 258.
- 30 Basak Solmaz, “İşletmelerin Değişen Konumuyla Gelişen Kurumsal Sosyal Sorumluluk Bilinci ve Turkcell’in Desteklediği ‘Çağdaş Türkiye’nin Çağdaş Kızları’ Projesinin Genel Bir Değerlendirilmesi,” Selçuk İletişim Dergisi 4(1) (2005).
- 31 Clark, “Halkla İlişkilerde.”; Shah and Chen, “Relational Corporate.”
- 32 E. James Grunig and T. Tedd Hunt, Managing Public Relations, (New York: Holt, Rinehart and Winston, 1984).
- 33 Shah and Chen, “Relational Corporate,” 119.
- 34 Black and Hartel, “The Relationship.”; Mette Morsing and Majken Schultz, “Corporate Social Responsibilty Communication: Stakeholder Information, Response, and Involvement Strategies,” Business Ethics: A European Review 15(4) (2006).
- 35 Konrad Adenauer Foundation 2013 publication, accessed February 9, 2014. http://cesd.az/ new/wpcontent/uploads/2011/05/CSR_Research_Paper_CESD_KAS.pdf, 29.
- 36 Nilgun Koklu, “Örnek Olay Çalışma Metotları,” Eğitim Bilimleri Fakültesi Dergisi 27(2) (1994).
- 37 Louis Cohen, Lawrence Manion and Keith Morrison, Research Methods in Education (New York: Routledge, 2005).
- 38 B. Sharan Merriam, Qualitative Research: A Guide to Design and Implementation (San Francisco: John Wiley and Sons, 2009), 40-41.
- 39 K. Robert Yin, Case Study Research: Design and Methods (London: Sage Publications, 2003).
- 40 “Azercell Social Project”, accessed February 10, 2014, http://www.azercell.com/az/company/sustainability/project_form/social/
- 41 “Azercell Social Project”, accessed February 10, 2014, http://www.azercell.com/az/company/sustainability/project_form/social/
- 42 Azerbaijan Child Hepline Service, accessed February 10, 2014, http://www.childhelpline. az/index.php/az/
Yıl 2016,
, 53 - 70, 02.05.2016
Öz
1990’larda Sovyet Sosyalist Cumhuriyetler Birliği’nin parçalanmasıyla 15 ülke bağımsızlık
kazanmıştır. Bunlardan biri olan Azerbaycan Cumhuriyeti Sovyetlerin dağılmasıyla ciddi olarak
sosyo-ekonomik bir değişim sürecine girmiştir. Daha açık bir ifadeyle yeni bir kapitalist sisteme
geçilmiştir. Bu yeni sistem beraberinde eğitim, sağlık, medya gibi bir çok alanda yeniden
yapılandırma da getirmiştir. Bu dönemde ilk kez ülkede bazı uluslararası şirketler tarafından
yürütülmüş halkla ilişkiler kampanyalarına rastlanmaktadır. Diğer taraftan kavramsal olarak
bakıldığında “Halkla ilişkiler” Azerbaycan dilinde İctimaiyetle Elaqeler şeklinde tercüme
edilmektedir. Çalışma kapsamında Azerbaycan’da halkla ilişkiler alanı hem teorik hem de
pratik uygulamalar olarak literatür taraması ve örnek olay incelemeleri ile incelenmektedir.
Araştırmanın sorunsalı ülkede gelişen halkla ilişkiler alanın nasıl ve hangi dinamiklerle geliştiği
üzerinedir. Bu anlamda özellikle pratiğe dayalı incelemede Azercell Telekom tarafından
yürütülmüş olan ve 2011 yılında International Business Award- Stevie tarafından “Yılın En
Başarılı PR Kampanyası” seçilen iki sosyal proje (“Mobil Diş Kliniği ve “Çocuklara Yardım”)
halka ilişkiler uygulaması örnekleri olarak ele alınmaktadır. Çalışma Azerbaycan’da hala
gelişmekte olan ve az çalışılmış halkla ilişkiler alanı açısından yönlendirici bir kaynak olarak
gösterilebilir.
Anahtar Kelimeler
Halkla ilişkiler Azerbaycan halkla ilişkiler uygulamaları sosyal projeler örnek olaylar
Kaynakça
- 1 Krishnamurty Sriramesh and Dejan Vercic, “A Theoretical Framework For Global Public Relations Research and Practice,” in The Global Public Relations Handbook, ed. Krishnamurty Sriramesh and Dejan Vercic. (New York: Routledge, 2009).
- 2 Cynthia E. Clark, “Halkla İlişkiler ve Kurumsal Sosyal Sorumluluk Arasındaki Farklılık: Bir Analiz,” Translated by Hanife Guz, in Halkla İlişkilerde Seçme Yazılar: Alana İlişkin Bir Derleme, ed. Hanife Guz and Sema Becerikli. (Ankara: Alban Tanıtım, 2004); Leeora D. Black, and J. E. Charmine Hartel, “The Relationship Between Corporate Social Responsibility and Public Relations: Evidence from a Scale Development Study” (paper represented at the International Association for Business and Society Annual Conference, Victoria BC, Canada, June 28-30, 2002); Mudassar H. Shah and Xianhong Chen, “Relational Corporate Social Responsibility: Public Relations Implications in Culturally Confucius China,” International Journal of Business and Social Science 1(3) (2010); Jacquie L’etang, “‘Radical PR’- Catalyst For Change or An Aporia?,” The International Journal of Communication Ethic 6(2) (2009); Zuzana Lusnakova, “Corporate Social Responsibility As Part of Public Relations and Firm Development,” Polityki Europejskie Finanse I Marketing 5(54) (2014).
- 3 James E. Grunig, “Yönetimde Mükemmelik Nedir?,” trans. Elif Ozsayar, in Halkla İlişkilerde ve İletişim Yönetiminde Mükemmelik, ed. James E. Grunig, (Istanbul: Rota, 2005); Krishnamurty Sriramesh and Dejan Vercic, “A Theoretical Framework For Global Public Relations Research and Practice,” in The Global Public Relations Handbook, ed. Krishnamurty Sriramesh and Dejan Vercic (New York: Routledge, 2009).
- 4 Vercic, et al. “Global and Specific Principles Of Public Relations: Evidence from Slovenia,” in International public relations: A comparative analysis, ed. Hugh M. Culbertson and Ni Chen (Mahwah, NJ: Lawrence Erlbaum Associates, 1996).
- 5 Sriramesh and Vercic, “A Theoretical Framework.”
- 6 Jeonic-Nam Kim and Krishnamurty Sriramesh, “Activism and Public Relations,” in The Global Public Relations Handbook: Theory, Research and Practice, ed. Krishnamurty Sriramesh and Dejan Vercic (New York: Routledge, 2009).
- 7 Ronel Rensbug, “Public Relations in South Africa: From Rhetoric To Reality,” in The global Public Relations Handbook, ed. Krishnamurty Sriramesh and Dejan Vercic (Mahwah, NJ: Lawrence Erlbaum Associates, 2003); Sandra L. Braun, “The Effects of the Political Environment on Public Relations in Bulgaria,” Journal of Public Relations Research 19(3) (2007); Krishnamurty Sriramesh, “The Relationship Between Culture and Public Relations,” in The Global Public Relations Handbook, ed. Krishnamurty Sriramesh and Dejan Vercic (New York: Routledge, 2009); F. Brooke Liu and B. Abbey Levenshus, “Public Relations Professionals’ Perspectives On The Communication Challenges and Opportunities They Face in The U.S. Public Sector,” PRism 7(1) (2010).
- 8 “General Information about Azerbaijan Republic”, accessed February 11, 2014, http://www. mfa.gov.az/?language=az&options=content&id=8, [access date: 11.11.2014]
- 9 Ramil Meherremov, Ictimaiyyetle Elaqeler Isi: Public Relations (Baku: ?, 2002), accessed February 10, 2014, http://kitabxana.net/files/books/file/1362763368.pdf
- 10 E. James Grunig and A. Larissa Grunig, “The Relationship Between Public Relations And Marketing In Excellent Organizations: Evidence From The IABC Study,” Journal of Marketing Communications 4 (1998); L. Michael Kent and Maureen Taylor, “How Intercultural Communication Theory Informs Public Relations Practice in Global Settings,” in Public Relations In Global Cultural Contexts, ed. Nilanjana Bardhan and C. K. Weaver (New York: Routledge, 2010); Cesar Garcia, “Clientlesim, Economic Structure, and Public Relations In Southern Europe: An Example Of Diversity In The Western World,” Public Relations Journal 7(2) (2013).
- 11 Sahar Khamis and L. Elizabeth Toth, “International Public Relations: An American Perspective,” (paper presented in Tripods, Barcelona, 2009), 36.
- 12 “Economy of Azerbaijan Republic,” accessed February 11, 2014, http://www.mfa.gov.tr/ azerbaycan-ekonomisi.tr.mfa
- 13 N. Osman Aras, et al. “Azerbaycan’ın Enerji Kaynakları Gelirlerinin Ülke Ekonomisine Katkısı,” Çankırı Karatekin Üniversitesi Uluslararası Avrasya Strateji Dergisi 2(2) (2013), 4.
- 14 Abulfez Suleymanov, “Ekonomik ve Sosyo-Kültürel Degisim Süreci Icerisinde Azerbaycan Toplumunun Bazı Meseleleri,” İstanbul Üniversitesi Sosyoloji Konferansları Dergisi, 29 (2004), 51.
- 15 Meherremov, Ictimaiyyetle Elaqeler, 48.
- 16 Sriramesh, “The Relationship,” 48.
- 17 Sema Becerikli, Uluslararası Halkla İlişkiler, (Ankara: Nobel, 2005).
- 18 Greg Leichty, “The Cultural Tribes of Public Relations,” Journal of Public Relations Research 15(4) (2003); Kent and Taylor, “How Intercultural.”; Krishnamurty Sriramesh and John White, “Toplum Kültürü Ve Halkla İlişkiler,” trans. Elif Ozsayar, in Halkla İlişkilerde ve İletişim Yönetiminde Mükemmelik, ed. James E. Grunig (Istanbul: Rota, 2009); D. Marianne Sison, “Whose Cultural Values? Exploring Public Relations’ Approaches To Understanding Audiences,” Prism 6(2) (2009); Chinenye Nwabueze et al., “Cross-Cultural Research Relevance in Public Relations: An Analytical Appraisal,” IOSR Journal of Business and Management (IOSRJBM) 3(6) (2012).
- 19 Ministery of Foreign Affairs Azerbaijan, “General Information about Azerbaijan Republic,” accessed February 11, 2014, http://www.mfa.gov.az/?language=az&options=content&id=8
- 20 Vafa Hasanova, “Tek Türk Alfabesi,” Turan-Sam 4(13) (2012), 6.
- 21 Dejan Vercic, “Mass Media and Public Relations,” in The Global Public Relations Handbook: Theory, Research and Practice, ed. Krishnamurty Sriramesh and Dejan Vercic, (New York: Routledge, 2009).
- 22 Q. Konul Niftelıyeva, “Islahatlar Dövrü Azerbaycan Kütlevi İnformasiya Vasitelerinin Tipoloji Strukturu,” Bakı Üniversiteti Xeberleri, 2 (2015), 211-212.
- 23 Q. Afaq Ezimova, “Edebi-Bedii Jurnallarımız ve Azerbaycan Reallıqları,” Bakı Universitet Xeberleri, 2 (2005); Faiq Husiyev, Xarici Ölkelerde Azerbaycan Metbuatı: 1990-2005ci İller, (Baku: “OL” MMC, 2014).
- 24 Leyla Budak, “Bağımsızlığının Yirminci Yılında Azerbaycan Medyasının Genel Durumu,” Ege Ünivesitesi. Edebiyat Fakültesi&İletişim Fakültesi Uluslararası Sosyal, Kültürel, Siyasal, Ekonomik ve İletişim Araştırmaları Dergisi 6 (2011), 5.
- 25 Ayhan Erdal and Eyüp Zengin, “Reklamcılık ve Azerbaycan’da Reklamcılığın Gelişimi,” Journal of Qafqaz University 7 (2001).
- 26 Vefalı Enserov, “Azerbaycan’da Özel Radyo ve Televizyon Yayıncılığı,”.AJII-e: Online Academic Journal of Information Technology 4(11) (2013), 75.
- 27 A. Namik Heyderov, “Dr. J. Gregor Payne Delivers Seminar on Media Relations and Media Ethics,” february 19, 2004, accessed January 5, 2014, http://www.transparency.az/transpfiles/klim5.pdf
- 28 Meherremov, Ictimaiyyetle Elaqeler, 52-55.
- 29 Grunig, “Yönetimde Mükemmelik,” 258.
- 30 Basak Solmaz, “İşletmelerin Değişen Konumuyla Gelişen Kurumsal Sosyal Sorumluluk Bilinci ve Turkcell’in Desteklediği ‘Çağdaş Türkiye’nin Çağdaş Kızları’ Projesinin Genel Bir Değerlendirilmesi,” Selçuk İletişim Dergisi 4(1) (2005).
- 31 Clark, “Halkla İlişkilerde.”; Shah and Chen, “Relational Corporate.”
- 32 E. James Grunig and T. Tedd Hunt, Managing Public Relations, (New York: Holt, Rinehart and Winston, 1984).
- 33 Shah and Chen, “Relational Corporate,” 119.
- 34 Black and Hartel, “The Relationship.”; Mette Morsing and Majken Schultz, “Corporate Social Responsibilty Communication: Stakeholder Information, Response, and Involvement Strategies,” Business Ethics: A European Review 15(4) (2006).
- 35 Konrad Adenauer Foundation 2013 publication, accessed February 9, 2014. http://cesd.az/ new/wpcontent/uploads/2011/05/CSR_Research_Paper_CESD_KAS.pdf, 29.
- 36 Nilgun Koklu, “Örnek Olay Çalışma Metotları,” Eğitim Bilimleri Fakültesi Dergisi 27(2) (1994).
- 37 Louis Cohen, Lawrence Manion and Keith Morrison, Research Methods in Education (New York: Routledge, 2005).
- 38 B. Sharan Merriam, Qualitative Research: A Guide to Design and Implementation (San Francisco: John Wiley and Sons, 2009), 40-41.
- 39 K. Robert Yin, Case Study Research: Design and Methods (London: Sage Publications, 2003).
- 40 “Azercell Social Project”, accessed February 10, 2014, http://www.azercell.com/az/company/sustainability/project_form/social/
- 41 “Azercell Social Project”, accessed February 10, 2014, http://www.azercell.com/az/company/sustainability/project_form/social/
- 42 Azerbaijan Child Hepline Service, accessed February 10, 2014, http://www.childhelpline. az/index.php/az/
Toplam 42 adet kaynakça vardır.
Ayrıntılar
| Bölüm | Makaleler |
|---|---|
| Yazarlar | |
| Yayımlanma Tarihi | 2 Mayıs 2016 |
| Yayımlandığı Sayı | Yıl 2016 |